Course Objective

• Develop a problem-solving approach to match PR strategy to business objectives
• Critically examine the PR campaigns and the purposes that they can achieve
• Plan PR campaigns to meet need setting clear objectives with behavioral outcomes and measurable results
• Develop clear strategies for the use of channels and media
• Measure risk presented during a campaign by increased public and media scrutiny and to plan to mitigate these risks
• Learn how to evaluate PR to demonstrate success to the business and to develop PR methodology

Course outline

Effective PR in a Media Environment

• Putting a value on reputation and the PR that builds it
• Corporate Affairs and Public Affairs approaches
• PR campaigns – their use and their risks
• External Communication as a change agent
• Evaluation to develop programmes and match outcomes to organisational needs

A Problem-Solving Approach

• Brand, identity and image, the basis of reputation
• Assessing your reputation and the use of ‘gap’ analysis
• Stakeholder mapping, listening constructively to your stakeholders
• The importance of narrative and storytelling
• The Message matrix / message houses
• Communications channels mapping and monitoring
• A crisis management toolkit

Planning and Costing Campaigns

• Creating campaigns to meet business objectives
• A problem-solving approach
• Critical path analysis, costing the plan and preparing a budget
• Anticipating risk and planning to meet it
• Identifying stakeholders and their role in relation to the campaign
• coordinating campaign elements across stakeholder groups

Channels, Delivery and Evaluation

• From strategy to tactics
• Environmental scanning, opportunities and risks
• Developing a media relations plan
• Crisis media relations
• Channel effectiveness and use of media
• Using influencer strategies to multiply effectiveness

 Putting it all together – Effective Delivery in Your Organisation

• Winning support - consulting others in the organisation effectively
• Research and evaluation
• Presenting your case to senior management
• Integrating your campaigns into your own media and company reporting
• Ensuring that results are seen and credited
• Personal action planning

Who should attend?

• Those who want to develop their strategic communication skills
• Those seeking a ‘refresher’ to enhance their PR skills
• Communications professionals who want to update their professional skill set
• Public Affairs Professionals
• PR Managers, PR Executives & PR Officers
• Marketing Professionals
• Branding, Product & Marketing Managers